“We asked for demos from people who’d never heard of us.”
Cold audience, hot ask. Nobody books a call with a logo they’ve never seen.
Linkedin Ads for B2B SaaS & Tech
LinkedIn ads that make the right people know you before they need you.
At Headturner, I help B2B SaaS and tech companies turn LinkedIn into their strongest brand channel. Your future buyers get to know you now, so when they’re ready, you’re the name they already trust.
Hi I’m Thilak,
founder of Headturner. 7 years in B2B SaaS marketing. Working with a handful of teams at a time.
Senior, hands-on
7 years in B2B SaaS marketing, in-house at companies from €1M to €25M ARR. You work with me, not a junior account manager.
Ads + thought leaders, one system
Company ads and your experts’ voices working together, so every euro reaches people who already recognise you.
e.g. €X cost per ebook download
[One line of context: for which type of company, vs what benchmark]
Companies I’ve worked with
Teamleader- Visma
- Peple
“We tried LinkedIn ads. They don’t work.”
I hear it every week. It’s almost never the channel. It’s how the channel is being run.
“Our cost per lead looks great. Sales says the leads are junk.”
The campaigns are chasing cheap clicks, not the accounts you actually want to sell to.
“We launched, and then nothing really changed.”
Same ads for months, no testing, a narrow audience that stopped paying attention long ago.
“Leadership asks what LinkedIn brings in. We can’t answer.”
You’re measuring last-click on a channel that does its work before the click.
LinkedIn builds influence. Pipeline follows.
Most of your future customers aren’t buying today. But they’re on LinkedIn, and it’s the only place you can reach them by exact company, role and seniority, long before they start searching.
Show up there consistently with something worth their attention, and when the need arrives, they don’t search for “a solution”. They search for you.
Search captures demand. LinkedIn creates it.
Fix what’s there before building what’s new.
Most agencies start by launching new campaigns. I start by understanding what you already have, because the fastest wins are usually hiding in your current setup.
1. Investigate
I dig into your ad account, tracking, CRM, positioning and sales conversations. Which accounts matter? What are they seeing today? Where is budget leaking?
2. Improve
Before anything new, I fix the foundations: targeting, account lists, tracking, campaign structure and the ads already running. This alone often frees up budget and sharpens results.
3. Ideate & create
With solid foundations, we build what’s new: fresh angles, company and thought-leader ads, structured creative tests. Then we keep what works, cut what doesn’t, and scale into pipeline.
Pick the level of support you need.
STRATEGISTYou have the makers. I bring the strategy.
For teams with in-house designers and copywriters who need a senior paid media brain steering the work.
Full channel strategy: LinkedIn-led, with Meta and Google where they reach the same buyers- Audience and account targeting
- Creative briefs for your designers and copywriters
- Review rounds on every ad before it goes live
- Monthly check-ins on performance and next moves
- Alignment with sales so leads get followed up properly
Your team creates the design and copy. I make sure it’s the right design and copy.
DONE FOR YOUI run it. You see the results.
For lean teams who want their paid media handled end to end.
- Everything in Strategist
- Campaign setup and day-to-day management across LinkedIn, Meta and Google
- Ad design and copy, made for you
- Thought-leader ad amplification
- Pipeline influence tracking with Fibbler or ZenABM, so you can show leadership what your ads really drive
- Weekly or bi-weekly reporting, your choice
What happens when LinkedIn is run properly
€14
cost per ebook download for an HR tech scale-up, against a €38 industry benchmark.
€310K
pipeline influenced in 90 days for a B2B security SaaS.
2.4×
lift in branded search in one quarter, after founder-led thought-leader ads.
Ads I’ve made
A few ads from recent campaigns.
How influence shows up in pipeline
This is the kind of view you get every month: which target accounts LinkedIn reached, and how they moved in your pipeline.
What clients say
“Cost per demo dropped 41% in three months, and sales finally recognised the names coming in.”
Sofie MartensHead of Marketing, Brightloop“He fixed what we had before building anything new. Within 90 days LinkedIn influenced €310K of pipeline.”
Pieter ClaesFounder & CEO, Nordvault“Our founder’s posts became our best ads. Branded search grew 2.4× in a single quarter.”
Arjun MehtaHead of Growth, StacklaneUPCOMING EVENTSSave my spot (opens in a new tab)
Paid Social Meetup. Did you sign up yet?
The first Paid Social Benelux meetup: an evening for B2B marketers running LinkedIn and Meta ads to swap what’s working. 28 October, Teamleader HQ, Ghent.
(opens in a new tab)Tools & partners I work with
LinkedIn
Meta
Google Ads- Fibbler
- ZenABM
HubSpot
Salesforce
ABOUTLet's talk
Hi, I’m Thilak.
For seven years I ran LinkedIn and paid social in-house at B2B SaaS companies, from €1M to €25M ARR, across the Belgian, Dutch and German markets.
Along the way I collected a lot of learnings, and I kept seeing the same gap. Most companies still run LinkedIn ads like a vending machine: put money in, expect demos out. It rarely works, and then the channel gets the blame.
So I started Headturner. To help more companies get their paid media right, with LinkedIn at the core, and to bring what works in one industry to the next.
7 years running paid social in-house- B2B SaaS from €1M to €25M ARR
- Belgian, Dutch and German markets
Is this a fit?
👍 Good fit if you…
- Are a B2B SaaS or tech company with proven product-market fit
- Can invest at least €1,500 a month in LinkedIn ads
- See LinkedIn as a place to build brand recall, not just a lead machine
- Have people in your team with something to say
👎 Probably not a fit if you…
Are still figuring out who your customer is- Need demos next week from a small test budget
- Expect ads to fix a product or pricing problem
Want the right people to
know you before they need you?
Let’s have a 30-minute chat. I’ll look at your current setup and tell you honestly whether paid ads make sense for you right now, and on which channels.
Let's talk (opens in a new tab)
FREE PLAYBOOKSteal my Thought Leader
Steal my Thought Leader
Ads Playbook
How B2B SaaS teams turn their founders’ and experts’ posts into ads that build influence with the exact accounts they want to win.
I only work with a handful of clients at a time, so each one gets my full attention. If there’s room, we can get started within [X weeks]. If not, I’ll tell you honestly when a spot opens up.
Access to LinkedIn Campaign Manager, your company page and CRM, plus brand guidelines if you have them. A short chat with sales helps me understand how deals really close.
Early signals, like engagement from target accounts and more people searching your name, usually show in the first weeks. Clear results typically take around 90 days. It depends on how aware your audience already is, how digitally mature they are, and your sales cycle.
Not just clicks and leads. I connect your ads to your CRM with tools like Fibbler or ZenABM, so you can see which target accounts LinkedIn reached and how that shows up in pipeline. On top of that I track brand search, direct traffic and what new customers say brought them in.
In Strategist, your team creates the design and copy and I steer it. In Done for you, I run the whole thing: strategy, design, copy, campaigns, tracking and reporting.
Yes. LinkedIn is the core, and I also run Meta and Google ads, depending on the business and whether there’s an audience worth reaching there.
English.
It depends on the scope: Strategist or Done for you, and which channels we run. Let’s talk, and after our first call I’ll send you a clear proposal.
We start with three months. Influence takes time to build, and three months gives us enough data to see what’s working. After that, we agree on a longer period together.